I had a realization that reminded me of recent conversations with many of our leads whose marketing technology issue is starting to look like a kitchen drawer—full of unitaskers, gained through a variety of circumstances, without any real thought about how they fit into a well-functioning kitchen. These leads lacked a technology roadmap and hadn’t fully anticipated how these systems would integrate across their marketing technology issue and provide good insight in providing professional telemarketing services.
So how can a marketer make informed decisions in this fast changing technology landscape while providing professional telemarketing services? Here are three recommendations for evaluating your marketing technology issue and kick start your sales lead generation:
- Address the Root Causes Before Taking on New Technologies
During the SiriusDecisions Technology Exchange conference, one of the key takeaways for marketing was to focus on people, process, and technology—in that order. I would suggest adding data into this framework, so focus on people, process, data, and then technology by the Inside Sales professional. Problems with people and process are real, as are issues with data and technology, so don’t rush into new technology adoption when your problem could be more fundamental. In fact, adding new technology without addressing the root causes in people, process, and data can mask or even further exacerbate the problem in Database Management.
- Develop a Technology Roadmap and Integration Strategy
Before rushing to buy the next new shiny object, have a plan first. Develop a technology roadmap that specifies what core components you need in your marketing technology issue. Once the core stack components are identified, then identify what gaps you still have and plug each with the right unitasker. Along with the roadmap, have an integration strategy that addresses how data and process will flow through the stack of Database Management.
While every company’s needs are different, in my opinion, here are the five essential components every B2B marketer should consider in their marketing technology issue:
- Marketing automation
- Data management and integration
- Data visualization and reporting
- Content management and personalization
- Determine How You Will Measure before You Buy
Before you commit to a new marketing technology solution, ask yourself and your Inside Sales professional: How will you measure and keep track of the performance and return on investment of the new solution? It’s important not only to demonstrate to your marketing and sales leadership that the new solution is effective and works as advertised, but also to ensure it’s producing the correct results without unintended side effects in sales lead generation.
While there’s an abundance of great solutions out there for lead generation services, it’s important not to lose sight of the forest for the trees. Understand the root cause of your problems and whether a new solution will really address them, have a technology roadmap in place to understand where your strengths and gaps are, and understand how you’ll measure success before you commit to purchasing.